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using a PC search engine could result in frustration. It is important to format the results and only to return links to the pages that will display on the individuals’ device. Additionally, mobile users are new to using the web on their phones. You certainly don’t want to frustrate them or give them a bad experience, for they will then quit using the mobile web.” Mobile search, like its desktop counterpart, is the de facto interface to all things digital and mobile, says Salz. “But mobile as we know is our personal space,” she states. “Our devices are personal and with the advance of GPS-enabled devices, as well as tools and technologies that allow companies to determine our location without depending on mobile operators for lookups, our location is also part of our mobile persona. “Connect the dots and you have the inputs that enable a more personalised and contextual mobile search experience, one that takes the heavy lifting out of finding what we want on the fly,” Salz continues. “And let’s not forget search advertising, which can now also be more contextual. The goal is to deliver the right ad to the right user at the right time and place. People on the move want answers to specific questions or they want to kill time and find something to amuse themselves; they want results that are genuinely useful, and lists of links like we know from the PC is an unacceptable user experience.” |
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Yahoo! and Google size up the competition |
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North America, amounting to just under $14 billion in the two regions combined,” warns Salz. Yet Ives criticises operator portals: “It is important that the industry recognises changes in consumer behaviour and focuses on meeting these needs. Carrier portals have offered users ‘search’, but in their walled gardens, and thereby only a subset of the available content and services is available. This is clearly doing the consumer a disservice and we don’t see this as sustainable.” |
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New kids on the block |
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Winner takes all |
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